It is said that Japanese companies began thinking of brand management since the mid-1990s. Brand is considered as the fourth resource following human, goods and money. The idea of making a brand an intangible asset is growing up in the middle of the 1980s in Europe and the United States. There are three reasons behind the brand becoming the focus of attention.
First reason
The brand boom broke out in Europe and the United States because M & A became popular in the latter half of the 1980s. There were acquisitions of Nabisco in KKR, the acquisition of Craft by Phillip Morris, acquisition of low entries by Nestle, etc. In order to do such an acquisition, the value of the company must be converted into money. Therefore, the need to measure the market value of the brand was born.
Second reason
In the 1980s, the proportion of advertising expenditure decreased sharply in the marketing budget of companies, and sales promotion expenses increased unchanged. The cost was used to discount at the retail stage, so it was frequently discounted and the value of the brand was lost.
In the latter half of the 1980s, campaigns to raise the value of brands wounded, especially in the advertising industry, were held. As a result, a brand boom happened.
The third reason
The last reason is the reduction of retail industry's oligopoly occurring on a global scale. In Europe and the United States in particular, mergers and acquisitions of retailers have taken place across the border, and megastores are born one after another. In the late 1990s, American Wal - Mart acquired the UK 's Asda and became the world' s largest retailer. Carrefour of France holds Prompes, Albert Hein of the Netherlands has acquired several supermarkets in the United States, and Tesco in the UK is also growing rapidly.
Private brands in the retail industry which have become enormous and strengthened bargaining power are now threatening the national brands that are generally sold. As a result, manufacturers are trying to compete with distributors by increasing their brand value.
First reason
The brand boom broke out in Europe and the United States because M & A became popular in the latter half of the 1980s. There were acquisitions of Nabisco in KKR, the acquisition of Craft by Phillip Morris, acquisition of low entries by Nestle, etc. In order to do such an acquisition, the value of the company must be converted into money. Therefore, the need to measure the market value of the brand was born.
Second reason
In the 1980s, the proportion of advertising expenditure decreased sharply in the marketing budget of companies, and sales promotion expenses increased unchanged. The cost was used to discount at the retail stage, so it was frequently discounted and the value of the brand was lost.
In the latter half of the 1980s, campaigns to raise the value of brands wounded, especially in the advertising industry, were held. As a result, a brand boom happened.
The third reason
The last reason is the reduction of retail industry's oligopoly occurring on a global scale. In Europe and the United States in particular, mergers and acquisitions of retailers have taken place across the border, and megastores are born one after another. In the late 1990s, American Wal - Mart acquired the UK 's Asda and became the world' s largest retailer. Carrefour of France holds Prompes, Albert Hein of the Netherlands has acquired several supermarkets in the United States, and Tesco in the UK is also growing rapidly.
Private brands in the retail industry which have become enormous and strengthened bargaining power are now threatening the national brands that are generally sold. As a result, manufacturers are trying to compete with distributors by increasing their brand value.
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